Recession indicators are surfacing unexpectedly in the influencer industry as tumultuous financial markets and shifting tariff policies disrupt millennial and Gen Z content creators. Financial anxieties among consumers have led to increased scrutiny of influencer spending and a decline in audience trust. Many influencers find their display of luxury lifestyles facing backlash from followers concerned about the economy. Polls indicate that a majority of Americans feel financially stressed, leading to a shift in audience preferences towards more relatable content over lavish displays.
Ogborn is a content creator and marketing strategist who has worked with brands like Red Bull and Walgreens. "It really does beg the question of what do creators do if the economy isn't there to support them? If they're so reliant on fans to buy from them and support them, what happens when that starts to go away?"
The consumer is what really dictates what's happening in the market. And I think the consumer has less trust in influencers now because of financial worries.
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